When ELM Companies, an Illinois-based microgrid and solar technology manufacturer, sought to expand its footprint in North Texas, brand recognition was relatively low. The company, launched in 1998, had customers in more than 100 countries and employees in 22 U.S. states, yet public relations had not been a priority. Anticipating the opening of its new 125,000-square-foot facility in The Colony, ELM engaged Cooksey to ensure the right people were in the room—and Cooksey delivered, with city leaders as speakers and top-tier media coverage.
industry
- energy & power
services
- corporate social responsibility
- market entries
- media relations
- special events
- thought leadership positioning
the challenge
Building Brand Awareness for a Cleantech Newcomer
With its business-friendly economy and abundant sun, Texas leads the nation in solar generation. Competition among solar energy and clean technology players can be fierce, so capturing market share requires brands to stand out from the pack. Securing media coverage and creating relationships with relevant audiences and opinion leaders across sectors called for an agency partner with impactful connections.
the strategy
Positioning an Innovative Manufacturer for Market Entry
Cooksey prepared and distributed press releases and pitches on ELM’s advancements and installations to local, national and industry media while simultaneously building stakeholder lists and conducting community outreach to announce milestones over a period of nine months leading up to the grand opening. Additionally, Cooksey developed key messages and web copy to position ELM’s energy storage solutions for the growing electric vehicle market.
the solution
Convening Stakeholders and Garnering Media Coverage for Reputational Benefit
Cooksey assisted ELM in crafting press releases, remarks and other collateral for key milestones in its North Texas expansion, leading to 89 articles over an eight-month period. Cooksey also secured prime placements in The Dallas Morning News for the announcement and opening of ELM’s new manufacturing and distribution center, attended by more than 100 guests, staff and their families, in April 2024. Cooksey also provided strategic connections to the local business community and workforce training providers at Tarrant County College and North Central Texas College, laying the groundwork for ELM’s continued North Texas expansion.
